Travel Reference
In-Depth Information
managerial field, professional and executives in
the private sector. Half of the respondents (50.5%)
were earned between RM1001 to RM3000 per
month and only 1.6 percent received RM7001
and above per month. Regarding marital status,
57.6 percent were single while 40.9 percent of the
respondents were married and 33.3 percent of
married respondents were having children. 39.6
percent of total respondents were having their
meal at casual dining restaurants, two to three
times a month with 36.5 percent were spent RM10
to RM20 per person for each visit.
4.2
Ranking of influential attributes
Table 2 showed the list of attributes considered
when selecting a casual dining restaurant. While,
Table 3 showed the ranking of five attributes cho-
sen and total score calculated from respondent's
ranked. Convenient location is the utmost impor-
tant attributes that be a key decision attribute in
making a choice to dine at casual-typed restaurant.
Convenient location attributes leads the ranking
Table 1.
Demographic profiles of respondents.
Profile
Percentage (%)
Sex
Male
Female
Table 2.
List of attributes considered and total weighted
32.3
67.7
score.
Ethnicity
Malay
Chinese
Indian
Others
Total
weighted score
81.8
12.8
3.1
2.3
Ranking Attributes
1
Convenient location
808
2
Price of food
723
Highest Education Level
Primary school
Secondary school
Certificate
Diploma
Degree
Postgraduate
3
Good taste of food
693
0.5
14.3
5.5
21.9
46.9
10.9
4
Type of food
529
5
Restaurant cleanliness
433
6
Menu item variety
347
7
Speed of service
256
8
New meal experience
244
Present occupation
Managerial, Professional,
Executives
Technical and supervisory
Clerical and related occupations
General workers
Self-employed
Unemployed
Student
Housewife
Others
9
Ambience / atmosphere
243
48.7
7.6
20.6
4.7
2.1
1.0
14.1
0.3
1.0
10
Comfort level of restaurant
221
11
Freshness of food
198
12
Portion size of food
157
13
Clean staff
144
14
Good reputation of restaurant
129
15
Parking facilities
109
16
Nutritious food
93
17
Suitable for children also
88
18
Polite staff
79
19
Restaurant décor
59
Job sector
Government
Private
Self-employed
Not related
20
Friendliness of staff
51
21.1
62.2
2.6
14.1
21
Wide restaurant
34
22
Staff that have menu
knowledge
29
23
Handling of reservations
25
Monthly income
No income
RM 1000 and below
RM 1001 - RM 3000
RM 3001 - RM 5000
RM 5001 - RM 7000
RM 7001 and above
Others
9.1
6.5
50.5
25.3
5.5
1.6
1.6
24
Prompt handling of complaint 17
Table 3.
Top 5 ranking of attributes and total weighted
score.
Ranking
Attributes
Total weighted score
Marital status
Never married
Married
Divorced / widow
57.6
40.9
1.0
1
Convenient location
808
2
Price of food
723
3
Good taste of food
693
Presence of children (married)
Household with no child
Household with child/children
4
Type of food
529
8.1
33.3
5
Restaurant cleanliness
433
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